In the UK, a tradesman dies every fortnight from skin cancer. Research revealed many tradesmen don't use suncream, seeing it as weak, unmanly or simply getting in the way of a good tan. Yet with proper protection, over 85% of cases are preventable. 

So last Summer, home improvement chain Wickes moved from home improvement to health improvement by taking the iconic paint pot and turning it into a pot of protection. 

Introducing Tradesman’s Suncream – a fun, no-nonsense way to make suncream relevant to the trade. Available in Brickie’s Bronze, Plasterer’s Pink and Apprentice White, the free miniature paint pots replaced the language of a beauty brand with the language of tradesmen. And in the process, removed the stigma of using suncream for UK’s most-at-risk workers, where previously, conventional marketing had failed.